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Building A Social Media Brand In Multifamily

Today, seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves, that according to a study published this week from the Pew Research Center.   Admittedly, this doesn’t come as a shock to most - everyone is on social these days. And consequently, so is every brand looking to grab the attention of those 226 million+ eyeballs across the web...   But that doesn’t mean they’re doing it correctly.   Just like big name brands such as Starbucks, Budweiser and Lyft, building a relevant & engaging brand for your current - and prospective - residents on social has never been more important. After all, your property is a salient brand for them… It’s their home.   Here are just a few tips for building and honing your property’s branding on social:   Define your brand - and stick with it Ever seen a simplistic ad, with a white background and minimalist black-font script, and think to yourself, “Huh… Is it just me, or does that look like something from Apple?” That’s not a mistake - Apple, and most major brands, work hard to keep a consistent feel for their content. Another good example is the Instagram page of a newer brand, Crispin Cider. Note the consistent coloring across the entire page, tone of voice and messaging throughout.   Work with your marketing team to craft this - or if you’re a team of one, take time to think about what you want living at your buildi......
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The Importance of Social Connectedness

The Importance of Social Connectedness
We all know that great resident retention depends largely on factors like timely maintenance response, friendly staff, unique amenities and beautiful curb appeal. But how much thought is given to the importance of social connectedness relative to resident satisfaction and renewal rates? There is a great deal of evidence of late on the impact of being socially connected (or not) on physical health and psychological well-being. You can read an outstanding article on the subject citing several related studies here. Witten Advisors presented some interesting industry data on connectedness at the recent NMHC Annual Meeting in a session titled "Hanging onto Residents by Cultivating Real Community and Relationships." Take a look at the following graphs:     Surprising, no? Such a small percentage of residents have more than a couple of friends within the community, and the majority have none. And yet, look at the correlation of number of friends to intent to renew! It seems like a no-brainer that efforts to increase social connectedness among residents are well worth the investment, time and energy. All those great activities you spend hours planning are so very worth it! Anything you can do enhance or facilitate interaction between your residents will pay off in a big way; community apps and portals that make it easy for residents to communicate with you and each other, a consistent and creative schedule of events designed to get people talking and playing together, pet play dates and sitting connections, carpool-to-work opportunities, book clubs and bulletin boards......
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How to Make Your Community More Social

How to Make Your Community More Social
Because a Community CAN Stick Together! In today’s world of thriving technology, it’s hard to peel a cell phone out of someone’s fingers. It’s even harder to get them logged out of their preferred social media platform. With over 2.3 billion active social media users around the world, it can be hard to find others wanting to spend time in person. The scenario presents a catch-22: being social without actually being social. This can prove to be a problem in multifamily communities, where residents can be shy living amongst strangers. Luckily, we have a few tips that can help residents meet new friends within the community. Think about it: it will be hard to move out if all their friends live next door! Community Layout – A building’s architecture can’t change, but certain features can. Does the game room have a billiard table? Can residents get coffee on site, and if so, is it in a high foot traffic area? When strategically placed, these examples can turn into social beacons for residents. These small changes can have a huge impact; common interests are the key to a fruitful friendship. On-Site Events – Want to get your community together in the same place? You may want to consider throwing a monthly event. No, not the hotdog and hamburger socials we’ve had since middle school. Think something upscale like a mixer. You can turn things up a notch with cocktails and formal attire (age restrictions apply). If the property can accommodate, maybe community movie nights during the summer would be a good fit. You may even have a s......
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3 Video Resources for Engaging With Your Community

3 Video Resources for Engaging With Your Community
It’s no secret that video is one of the most popular types of media consumption – in fact, within the multifamily real estate industry, 90% of the next generation of renters say they watch video as part of their apartment search. With so many methods for capturing and sharing video, it may be a challenge to know which ones will work for your community by engaging residents and prospective renters in a variety of ways.   The first consideration you may have is what you’re attempting to accomplish by creating video. Do you plan to capture a fun resident activity, share a teaser for an upcoming promotion, or perhaps record a video tour of your community? Choosing the proper platform for sharing your videos can actually be a more difficult decision than planning how you’ll record it! No platform is created equal, and some videos fit better on specific channels. Here’s a breakdown of three popular video-sharing resources to use in your community.   Vine Vine, a video service that lets you create and share 6-second looping clips, is a product of Twitter – the home of 140 characters or less status updates. The idea behind this video tool is that brevity will inspire creativity. It’s a great tool for sharing 'snackable content', such as a mini glimpse into cool features of your community, a sign for an upcoming promotion, or a quick call-to-action asking viewers to follow your social pages or enter a contest. Don’t forget the hashtags – like Twitter statuses, Vine videos are searchable by has......
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What’s All the Buzz About? Social Marketing Buzzwords

What’s All the Buzz About? Social Marketing Buzzwords
The multifamily community is a sector of the marketing industry that prides itself on implementing new ideas to the age-old practice of leasing apartments. What attracts people to this fast-paced, evolving industry is also what can make a marketer feel left in the Dark Ages. Marketing buzzwords and trends are important to learn and implement in business, especially when it comes to a social media strategy. As a marketer, you stay on top of trends, news and keep the competitive advantage over your competitors but how do you know what terms or trends are vital to your social media efforts?The first thing to do is dial in to industry conversations! What topics are being brought up? When you come across discussion on social media, do you ambiguously bob your head with a confused smile when someone talks about giving their online audience an immersive experience to garner better engagement? Instead of knowing it’s regarding ‘bite-sized’ pieces of information, do you get hungry when hearing the term ‘snackable content’? As the social media manager at your property, it’s a disservice not to stay in the loop. Familiarize yourself with these buzzwords to gain more social marketing know-how: Snackable Content: Small amounts of information provided via a Facebook update, a tweet, a six second Vine, Instagram image, etc. Content that allows the consumer to interact immediately. Big Data: The study of online consumer behavior based on purchases, searches, social interactions, ‘Likes’, follows, check-ins, shares, comments, etc. Using that information to enhance a product or service. Community Culture: Creating synergy between the brand and consu......
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